Description

I help fashion and luxury brands drive transformation through creative direction, product strategy, and merchandising excellence.

With 20+ years as VP and Design Director at Tommy Hilfiger, Hugo Boss, Windsor, and Baldessarini, I bring a unique combination of creative leadership and commercial focus.

I support projects around brand repositioning, collection architecture, margin improvement, and go-to-market strategy – always with a focus on relevance, innovation, and measurable consumer impact.

Industry field of expertise

Languages

German
Native or bilingual
English
Fluent
Italian
Basic

Workplace preferences

Can work on-site

Amsterdam (up to 50km)

Tommy Hilfiger
Vice President, Global Design & Product Innovation
FASHION AND COSMETICS
July 2020 - March 2025 (4 years and 8 months)
Amsterdam, Netherlands
Design Innovation
Directed global menswear design strategy, aligning seasonal collections with short- and long-term brand and go-to-market goals.
Led cross-functional collaboration across merchandising, marketing, and consumer insights to ensure creative innovation and commercial impact
Pioneered AI-driven concept development to create visionary collections, key looks, and digital assortments seasons in advance—reducing development costs, enabling early cross-divisional alignment, and improving product planning, prioritization, and go-to-market readiness.
Introduced start-up collaborations and digital sampling processes to future-proof product creation.
Lardini Tailoring Collection
Integrated Lardini as a luxury tailoring license partner into global workflows, shaping capsule and core assortments tailored to market demands.
Oversaw collection architecture, pricing strategy, and margin performance, ensuring premium product consistency.
Led end-to-end product storytelling and market presentation execution across key channels.
Dress Casual Menswear
Designed elevated menswear collections at the better & best tier, reinforcing differentiation from core mainline.
Merged creative direction and trend forecasting with strategic fabric development to enhance product value.
Creative Fabric Development
Led cross-divisional fabric development across Europe and Asia, focusing on elevated core programs, seasonal differentiation, material innovation, and strategic sustainability targets.
Achievements

Delivered future bestsellers and revenue-driving capsules by fusing fabric innovation, consumer insight, and trend intelligence. Elevated premium positioning and reshaping collection architecture and go-to-market strategy. Transformed the design-to-market process through digital product creation, startup collaborations, and strategic leadership across merchandising, marketing, and sourcing.
Global Product Strategy & Innovation Leadership Cross-Functional Transformation Management Desing Innovation & Creative Direction Collection Elevation & Casualisation Licensing Integration (e.g., Lardini)
Tommy Hilfiger Europe
Vice President, Tommy Hilfiger Tailored Europe
FASHION AND COSMETICS
May 2018 - June 2020 (2 years and 1 month)
Amsterdam, Netherlands
Designed and directed merchandise, overseeing the overall direction of the collection.
Implemented a successful product merchandising strategy aligned with consumer needs and volume targets. Conducted monthly demand forecasting for the replenishment business and managed the fashion projections for wholesale.
Supplied market input and sell-through data to guide design and trend direction.
Oversaw the sell-in process and outcomes
Developed processes to maximise in-season replenishment of bestsellers and key volume styles.
Established structure and processes to gather and analyse market requirements relating to product, collection structure and sizing
Achievements

Built a complete end-to-end tailoring structure, streamlining the entire process from development to delivery. Defined and implemented a bold new creative vision that modernised the assortment with a premium-casual aesthetic, staying true to the brand’s DNA while introducing a progressive design language. These changes significantly elevated the category's visibility and commercial performance, strengthening the division’s market position.
Product & Merchandising Strategy Collection Elevation & Casualisation Assortment Modernization & Transformation Creative Direction & Merchandising Leadership Category Visibility Growth
Tommy Hilfiger Europe
Design Director Tommy Hilfiger Tailored
FASHION AND COSMETICS
December 2017 - April 2018 (4 months)
Amsterdam, Netherlands
Led the design team and the overall creative vision of Tommy Hilfiger Tailored.
Supervised a team of six employees across Design and Concept.
Drove the collection strategy, including design, colour, and aesthetic direction.
Developed and delivered seasonal briefings for all relevant teams and departments.
Coordinated CFW activities in collaboration with brand management, the managing board and the creative team.
Oversaw calculations and pricing-based MPG.
Presented seasonal Kick-Off Board presentations.
Managed internal and external projects, including lookbook, campaign shoots, and sponsorship initiatives.
Delivered collection and concept presentations for international markets, wholesale, and retail clients.
Achievements

Transformed an outdated product assortment into a modern, relevant collection through a strategic blend of creative vision and commercial focus. Built and restructured the Design and Merchandising teams, establishing a high-performing, progressive setup. Created a comprehensive brand book that defined and visualised the renewed positioning across global markets
Creative Direction & Design Leadership Product Modernisation & Transformation Collection Elevation & Casualisation Tailoring Concept Innovation Margin & Assortment Performance Management